How send time affects email open rate
NextAfter
Experiment Summary
Timeframe: 05/17/2016 - 05/24/2016
NextAfter was promoting their Nonprofit Innovation and Optimization Summit, a conference for nonprofit marketers. They were sending an in-depth story telling how the conference came together, and wanted to see what time of day got the best open rate. Were the members of their list earlybird or night owls?
Research Question
What time of day gets the most email opens?
Results
| Treatment Name | Open Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Early Send | 23.3% | ||
| T1: | Late Send | 30.3% | 30.2% | 100.0% |
This experiment has a required sample size of 306 in order to be valid. Since the experiment had a total sample size of 4,851, and the level of confidence is above 95% the experiment results are valid.
Flux Metrics Affected
The Flux Metrics analyze the three primary metrics that affect revenue (traffic, conversion rate, and average gift). This experiment produced the following results:
30.2% increase in traffic
× 0% increase in conversion rate
× 0% increase in average gift
Key Learnings
We found that our readers, at least in this one case, are night owls. This may indicate that they have less time during the day to read emails, and are more likely to consume this content at night. Even though the test was statistically valid, it warrants more testing.
Question about experiment #11724
If you have any questions about this experiment or would like additional details not discussed above, please feel free to contact them directly.